SaaS marketing is a type of marketing designed to attract and convert customers for software-as-a-service (SaaS) brands. Because most SaaS products are geared toward other businesses (B2B), many SaaS entrepreneurs believe that their ideal marketing strategy is similar to that of typical corporate B2B companies. But dreadful industry trade magazines, boring websites, trade shows, and stiff suits have only a rare place in the dynamic SaaS sector. 

Instead, look to borrow more from B2C companies: bold, customer-focused, engaging, and data-driven.

So how do you deploy a demo generating SaaS marketing plan for your business? Let’s explore.

How Is SaaS/Product Marketing Unique?

SaaS marketing absolutely differs from B2C marketing: ROI is tied to client retention instead of acquisition. So, it’s for retention reasons and not just acquisition reasons that building your brand in front of the right people, consistently, is key to maximizing LTV.

So, how exactly is SaaS marketing different from more traditional marketing approaches?

SaaS Marketing Involves Selling Intangible Products

One of the most significant differences between SaaS marketing and other types of marketing is that SaaS marketing involves selling intangible products. Because of this, the way you design your messaging and value proposition must be more strategic.

Since you’re not selling a physical product, your marketing messaging must be built around the reputation of the brand and the problems you solve. This is opposed to other marketing strategies that rely on product attributes to attract customers.

On the same note, because SaaS is built on a subscription model, it’s critical to your success to continually prove the value of your service. Failure to do so will result in high churn rates and, ultimately, the collapse of the business.

Customers Often Self Serve/Sign Up

Another unique element about the SaaS industry is that customers often self-serve. They sign up for a service without going through the normal channels of visiting a store or speaking to a “shop assistant”.

What does this have to do with SaaS marketing?

Everything.

Because of the self-service nature of the SaaS industry, your marketing strategy must empower potential customers to come to a buying decision on their own. This is where tactics like SaaS content marketing come into play.

SaaS buyers often research a product first before talking to anyone. Therefore, ensuring that you have SEO-friendly content that converts is critical to a winning SaaS marketing strategy. 

Shorter Sales Cycles

Every business has one goal in mind — turning leads into customers. The process a lead goes through to become a paying customer is called a sales cycle. 

This is one area where SaaS marketing differs from traditional B2B marketing.

For most typical B2B brands, the sales cycle is long. Depending on the product and price, the average B2B sales cycle can be around four months. It’s fairly common, however, for some brands to have sales cycles that are 12 months or more long.

When it comes to the typical SaaS brand, sales cycles are usually shorter. This is usually attributed to the fact that SaaS products usually have clear pricing. As a result, there’s no real need for a salesperson and customers can expedite the buying process. However, for enterprise B2B SaaS brands, longer sales cycles can be expected due to the need to educate the market.

Very Technical/Sophisticated Buyers

By virtue of the nature of the product, SaaS brands often attract technical or sophisticated buyers. This means your strategy must cater to customers of that caliber. From your messaging to the customer journey to everything in-between, everything must appeal to your buyers, especially on an intellectual level. 

In essence, you need to understand your customers and map their needs to product features. You must also ensure to use language and wording related to solving customer problems.

As you can see, SaaS marketing is different from other traditional types of marketing. That’s why you need a playbook specifically designed for the savvy SaaS buyer.

Different Goals

Another difference between traditional marketing and SaaS marketing is that they have different ultimate goals.

Traditional marketing focuses on finding opportunities to sell a product. On the other hand, SaaS marketing focuses on the product’s success. That’s because a successful product often sells itself.

How To Build an Effective SaaS Marketing Strategy

The exact SaaS marketing success formula is unique to each company. However, several key concepts can help you achieve a successful marketing approach. They include:

Develop Your Customer Personas

While there isn’t any standard way of getting it right with your SaaS marketing, almost every strategy begins with understanding the buyer. Coming up with a solution and hoping that it’ll appeal to new clients doesn’t make sense: you must study the problem before you build a product to solve it.

Through direct consultations with your clients about their troubles, you’ll earn the authority to say “we understand what you are going through, and we have a painless, effective way of solving it.” When you develop your buyer persona, you’ll know more about your buyer through structured, data-driven strategies. This will help you to:

  • Comprehend the problem at hand and the best approach to solving it
  • Understand the nature of the competition that you must outshine
  • Establish an ideal SaaS pricing strategy

Map Your Personas To Customer Journey

A customer journey refers to the process your customers go through as they interact with your brand from discovery to becoming a paying customer. 

An optimized customer journey results in higher conversions and shorter sales cycles.

To ensure that you have the most efficient customer journey, you need to know your customers well. That enables you to map your personas to the customer journey. 

What is customer journey mapping?

Customer journey mapping simply means visualizing how your customers interact with your brand by mapping out the steps/actions they take to achieve a predetermined goal.

By mapping your personas to the buyer journey, you’re better able to create a customer journey tailored to your target audience. This ensures that points of friction are eliminated and leads to a streamlined journey that boosts conversions. Some of the main factors to consider as you map your personas to your customer journey map include:

  • Your typical buying process
  • User actions
  • Touchpoints
  • Common user pain points
  • Solution you provide

Aligning your brand persona to your customer journey is a critical SaaS marketing strategy you must prioritize. It may require extra research and effort on your part, but the results will be well worth it. 

Define Campaign Objectives & KPIs

The next step in designing an effective SaaS marketing strategy is to define your campaign objectives and set KPIs for said objectives. 

According to a study by CoSchedule, marketers who set goals are 376% more likely to succeed than those who don’t.

So yes, defining your campaign objectives is critical to the success of your SaaS marketing strategy. Without clearly defined goals, it becomes impossible to measure your performance. It also makes it difficult for you to focus on the steps and actions you need to take to run a successful campaign.

Once you’ve set your campaign objectives, you also need to define the key performance indicators (KPIs) you’ll use to measure your progress.

A few common SaaS marketing objectives you can set include:

  • Brand awareness
  • Thought leadership
  • Loyalty and customer retention
  • Customer engagement
  • Lead generation

How do you measure these objectives?

You must tie each to a KPI that makes sense. You’ll also need to rank your metrics based on their business impact and viability.

Let’s look at some of the most important KPIs to keep an eye on as a SaaS marketer:

Product Qualified Leads (PQLs)

One of the most important SaaS marketing metrics you should keep an eye on are your product-qualified leads (PQLs). 

A PQL is defined as a lead that signals their buying intent through product usage (like a free trial or demo) rather than traditional marketing triggers. Because they’ve experienced your product, they know the value your solution brings. This makes them more likely to convert. More importantly, it increases the chances of them being lifelong customers. 

Are PQLs the same for every SaaS brand?

Not at all. As with every other aspect of marketing, you must define your PQLs in accordance with your product and model of business. To do that, you must first determine at least four conditions a new account must fulfill to reach a point of showing business value. This is the point when an account is activated. These conditions may vary for each brand, but some of the most common ones include:

  • Signing up for a trial
  • Activating the account
  • Using the product

For example, if your SaaS product is invoicing software for businesses, you could consider a PQL to be an account that sends out 15 invoices in a month. This is an indicator that they’ve found your solution valuable and would be willing to upgrade to a paid plan.

Because of the great importance PQLs have, tracking them as a metric for your marketing success is essential.

Marketing Qualified Leads (MQLS)

MQLs are leads that meet the demographic criteria of your ideal customer. They demonstrate an interest in your solution by meeting predefined requirements, with examples being:

  • Viewing product-focused pages on your website
  • Signing up for your offer
  • Requesting a demo

Tracking your MQLs is vital as it helps you figure out the marketing channels and strategies that are more successful in generating relevant leads. 

New/Unique Users

Every SaaS brand desires growth in its user base. And the basic way of measuring growth is by tracking new/unique users. Of course, an upward trajectory in new users is a sign that your brand awareness and lead generation efforts are producing good results. It shows that your product’s reach is growing. And that’s definitely an essential criterion for business growth. 

Customer Acquisition Cost (CAC)

Customer acquisition cost (CAC) refers to the total amount you spend in convincing and converting a user to be a paid customer. To calculate your CAC, you should divide your total sales and marketing costs by the number of signups you get within a given period.

Why is tracking your CAC important?

Understanding your CAC helps you:

  • Ensure that you’re not spending more than necessary to acquire new customers.
  • Know which of your marketing and sales channels and strategies bring in customers most cost-efficiently.

To understand CAC better, you must track both your overall CAC and your CAC per acquisition channel. Also note that when calculating CAC, you must include paid and free users. That’s because you also pay to acquire free users.

Lead to Customer Ratio

Lead to customer ratio describes the percentage of qualified leads that turn into paying customers. This is an important metric as it shows how well your lead conversion strategy is working.

To calculate your lead to customer ratio, divide the total number of customers in a month by the number of qualified leads you generated in that same month.

A low lead-to-customer rate is a strong indicator that your sales funnel isn’t converting as it should and must be optimized.

Leverage Co-Marketing

This approach means you’ll team up with another company and come up with collaborative marketing strategies from pooled resources. Placing resources in a shared pool is not only easier but is cost-effective as well. You’ll easily come up with a massive campaign, and you can reach a greater audience and share the generated leads.

To achieve an effective co-marketing strategy, both agencies must target the same audience. It would help if you also offered non-competitive solutions.

Establish an SEO Strategy

If you don’t fancy the idea of SEO for your SaaS company, it’s time you change your perception. SaaS SEO marketing differs from B2C because the target audience is narrower and more specialized. The group comprises buyers and business owners that are generally more informed than those that their B2C counterparts serve.

So how do you design a SaaS SEO strategy that gets results?

  • Define your goals and KPIs
  • Conduct keyword research, the right way
  • Spy on your competitors
  • Audit your content
  • Ensure your technical SEO is on point
  • Create optimized landing pages to capture relevant traffic
  • Build domain authority and reputation through targeted backlink building

For more practical tips on creating an SEO strategy for SaaS brands, check out our SaaS strategy guide here.

With most B2B buyers’ journeys starting online, it’s essential that you have a solid SEO strategy in place. Failure to do so could result in you losing out on valuable traffic.

Create Content for Every Stage of Customer Journey

Another element of an effective SaaS marketing strategy is content marketing. For your content marketing efforts to be effective, you need to create content for every stage of the customer journey. This helps ensure that no matter where your leads are in the customer journey, they’ll find content that resonates with them.

While the customer journey is not one-size-fits-all, there are some basic stages that every customer goes through.

Let’s briefly look at those stages and the type of content to map at each stage:

Awareness

The awareness stage is a top of the funnel (ToFu) stage where people are looking for answers, resources, or a solution to a problem. This is when they become aware of your brand and the solution you offer. Content to create at this stage includes:

  • Informational blog posts
  • Social media posts
  • Contests
  • Guest posts

The key to winning at this stage is to optimize your content for online visibility. That’s why you should also invest in a SaaS SEO strategy. Besides visibility, content at the awareness stage must be punchy and attention-grabbing. This will help encourage your audience to dig deeper into your brand and product.

Consideration

This is a middle of the funnel (MoFu) stage where customers understand their pain points and are looking for solutions.  At this stage of the buyer journey, you want to create content that gets your leads thinking about taking the next step. Examples of content at the consideration stage includes:

  • Long-form blog posts
  • Case studies
  • Reports
  • Checklists
  • Expert guides
  • Webinars 
  • Tools and calculators
  • Resource pages

At this point, the focus is not on discoverability, but more on conversion. Because of this, your content must be more persuasive and convincing than entertaining.

Decision

This is a bottom of the funnel (BoFu) stage and customers here have educated themselves enough about their problem and the solutions available.  They are ready to buy. Examples of content to create at this stage includes:

  • Product demos
  • Influencer posts
  • Instructional videos
  • Performance reports
  • Free trials
  • Comparison posts
  • Consultation offers

Your job at this point is to create content that will lead your audience to trust that you’re the right partner to help solve their problem. Because it’s your last chance to convince your leads to buy, your content at this stage must prove your ability to deliver. And it must use language designed to sell.

Retention

The customer journey doesn’t end with a sale. Especially for SaaS brands as they rely on a subscription model, retaining customers is crucial to sustainability and growth. The fact that you’ve converted a customer is a great sign that there’s an excellent product customer fit. However, you still need to continue providing enough value for them to return. This can be achieved through many different means, including content. Some types of content you can use at this stage can include:

  • Industry news
  • Industry research
  • Email newsletters
  • Competitions 
  • Surveys and assessments

Creating content for every stage of the customer journey is akin to having a sales assistant walking your customers through the process. Ensuring that your content is expertly written is critical to ensuring you give your customers the best possible experience.

Offering Free Versions Or Free Tool Creation

This is another straightforward, yet among the most underrated methods of ramping up your marketing strategies to attract more prospects. When you offer your clients a free version, you’ll show your prospective clients the value that they’ll get by choosing your product. They can help alleviate all doubts, and your user can make an informed resolution.  

Also, most SaaS providers offer free trials, so a potential buyer will come to you expecting one. If you don’t provide a trial version, they might easily overlook your brand. Test drives also help you gather valuable data for revising the customer journey and enhancing the client experience. Finally, they can help grow customer loyalty.

But offering a free version of your core product is not the only way you can give your target audience value for free. Another way to boost your lead generation and drive PQLs is by creating a tool your customers will find useful. Then give it away for free. A great example of this is this ROI calculator.

Create A Compelling Website That Educates & Sells For You

In the digital age we’re in, your website has become your primary storefront. As a SaaS brand, it’s probably your only storefront.

Because of that, you must invest in creating a compelling website that educates and sells.

A lot goes into building a SaaS website. You need to focus on critical elements like SEO-focused site architecture, high-converting copy, and more. Designed and developed well, your SaaS website can be your biggest lead generation tool. To help you create such a website, here are a few pointers to note:

Don’t Skimp on a Site Builder & Hosting

Bootstrapped or not, cost-cutting is a normal part of every business model, especially SaaS brands. However, one area you should never skimp on is your website. That’s why you must always use a proven and scalable platform. Examples of these include WordPress, Webflow, Hubspot, and others.

Besides a site builder, you must also ensure you get a hosting plan that will suit your needs. Particularly since the SaaS business model depends on creating, deploying, and managing products in the cloud, hosting can make or break your business.

Nail Your Site Architecture

Site architecture refers to the way you structure your website. This has a huge impact on how your website converts. To improve your conversion rates, you need to understand and implement UX best practices. You should also ensure your website has a logical site structure. This will help users easily navigate to the pages they’re looking for.

Make Sure Your Website Loads Quickly

A crucial element that has a huge impact on your website’s conversion rates is the loading speed. This is because:

  • Users hate slow-loading speeds. They quickly bounce back to the browser to look for a better experience elsewhere.
  • Site speed is a ranking factor. Especially since Google announced page experience would be a ranking factor, site speed has become more important as it’s a critical component of Google’s core web vitals, a page experience metric.

So, make sure to optimize your website for speed, else your competitors will have an advantage over you.

Get Your Messaging Right

This is where understanding your target audience comes to play.

To get the best conversion rates, you must craft your website’s messaging carefully. You need to use laser-focused messaging based on your customer personas. Also, make sure to keep your message concise and easy to understand. Never make users struggle to understand what you’re trying to communicate. Otherwise, they’ll quickly leave. Instead, make your messaging clear as day. And make sure it meets the user’s search intent.

Include & Optimize Key Pages

Create pages that focus on key information your target audience is likely to be looking for. Examples of key pages and information to include on your website include:

  • Your company info
  • Product features
  • Solutions you offer
  • Integrations with other tools
  • Product demo/trial area

You should also make sure to include plenty of calls to action on every page. This will help users know what to do when they’re on a particular page. 

Leverage Business Directories 

Business directories are an excellent SaaS marketing tool every brand should leverage. Directories like Clutch, G2, Capterra, SAP, and others are examples of directories you should seek to be listed on.

  • Brand awareness: Most savvy B2B buyers use business directories for competitive research. Listing on them helps you extend your reach, boost brand awareness, and increase brand recognition.
  • Demand generation: Showing up where your customers are as they make their final decisions on a product is a great way of generating demand for your product. 
  • Barnacle SEO: Most industry-specific business directories rank high for terms you’re trying to rank for. Being listed on them is an excellent way to leverage that and push your brand to the top of the SERPs.

Besides simply listing on business directories, you must follow each directory’s best practices to ensure you rank higher.

Meet Customers Within Their Existing Communities

One of the best things about the digital age is that it has made it easier for savvy marketers to find their target audiences.

You just need to know the communities they hang out on and tap into them.

As a SaaS marketer, you must familiarize yourself with the different platforms and social media sites your customers patronize. Of course, your goal is not to sell, so don’t spam the group with your offers. And sending unsolicited emails or messages is definitely a no-no.

So how do you leverage communities to market your SaaS product?

  • Add value to the community
  • Engage as much as possible
  • Offer free advice
  • Connect with relevant community members

Wondering where to find relevant communities?

Here are some of the most popular platforms SaaS marketers should consider spending time on:

Linkedin

LinkedIn is the go-to platform for B2B/SaaS marketers. Because it’s a professional platform dominated by decision-makers from different organizations, it’s an inbound marketing goldmine. For tips on how to best use LinkedIn as a B2B marketer, check out this guide we created.

Quora

Quora is more than a question-and-answer platform. Used well, SaaS marketers can use the platform to showcase their expertise and build their authority. 

Medium

Like Quora, Medium is a great place to showcase your expertise. It’s also a great place to build a community around your knowledge and product.

Stack Overflow

Stack Overflow is a public platform for developers, coders, and anyone interested in building digital solutions. Built around community, this is a powerful place to interact with other like-minded individuals, other developers, or even potential customers.

Twitter

Twitter is a platform that thrives on conversations. It’s especially useful for sharing knowledge (threads and chats are pretty hot these days), building brand awareness, lead generation.

Facebook

Facebook is the world’s largest social media platform with over 4 billion users worldwide. You can find niche audiences by joining industry-specific groups. Another advantage of Facebook is that it gives you powerful remarketing capabilities. 

Slack

Slack was designed to be a group messaging app aimed at making collaboration easier. But one of its superpowers is the way users can use it to build vibrant niche communities. Here are some examples of some Slack communities you can join as a SaaS marketer.

Remember, SaaS buyers are are people first. And people thrive on community. If you can find communities where your target audience hangs out, you’ll have found yourself a good source of relevant traffic.

Revisit The Approaches as You Grow

Contrary to what most people believe, SaaS marketing is not a one-time operation, but a long game that you must be actively involved in to achieve the expected results. The plan is the blueprint for all your marketing activities regardless of the size of your advertising budget. As you continue growing your strategy, ensure you revisit the techniques and make amendments based on business dynamics and regular reviews.

Ensure you revisit our marketing plan regularly when appropriate to ensure your goals, target demographics, research, and marketing activities align with your overall company objectives. Also, if some of your approaches have their due dates, ensure you complete the campaigns and make the appropriate modifications to your overall strategy.

Best SaaS Marketing Tools For Your Consideration

Running an effective SaaS marketing campaign requires the use of tools. With so many touchpoints and data to keep track of, it’s virtually impossible to market your product without automation tools. Here are some of the best SaaS marketing tools you should consider adding to your toolbox:

Hubspot

​​Category: Lead generation and management

Type: Customer relationship management (CRM)

Purpose: Marketing automation tool

Hubspot is a marketing automation, CRM,  email marketing, and CMS platform designed to help companies of all sizes grow and scale their business.  

Free: Free version available and free trial for paid features. 

Google Search Console

Category: Website analytics

Type: SEO and website performance

Purpose: Troubleshooting and optimizing website performance

Google Search Console (GSC) is a free tool from Google that enables you to monitor your web presence and site performance. It also enables you to troubleshoot elements that may hamper your efforts.

Free: GSC is 100% free.

Google Tag Manager

Category: Tracking and analytics

Type: Tag management system

Purpose: Tracking and monitoring campaigns

Google Tag Manager is a tag management system (TMS). It allows you to easily create and manage tags, even without any coding knowledge. Tags are essential to keeping track of campaign performance across different platforms.

Free: Google Tag Manager is a free tool.

Google Data Studio

Category: Business Intelligence (BI) tool

Type: Data visualization 

Purpose: Creating visual data reports and dashboards

Google Data Studio is a data visualization tool for converting data into informative reports and dashboards. 

Free: This is a free tool.

Google Analytics 

Category: Analytics

Type: Web analytics

Purpose: Analyzing website and SEO metrics such as traffic, page views, bounce rate etc.

Google Analytics (GA) is an analytics platform that enables you to track important metrics tied to your online marketing performance, particularly in relation to your website. 

Free: Like other offerings from Google, GA is 100% free.

WordPress

Category: Content management system (CMS)

Type: Open source website creation platform

Purpose: Publishing and managing content; building a site

WordPress is one of the best content management systems on the market, powering over 43% of all websites

Free: While there is a free version of WordPress, the paid version gives you more flexibility..

Ahrefs

Category: Digital marketing software

Type: SEO software suite

Purpose: SEO research and reporting

Ahrefs is a powerful platform designed to help you create and monitor SEO and digital marketing campaigns. Functions include competitor analysis, keyword tracking, site audits, and more.

Paid: Ahrefs has a $1 for 7 days trial, and a free tool called Ahrefs Webmaster Tools. To unlock the full power of the tool, you’ll have to signup for one of their paid plans that start at $99/month.

Vidyard

Category: Sales and Marketing

Type: Video marketing software

Purpose: lead generation and sales

Vidyard is a platform designed to help you market your business and sell your products using the power of video. You can host your videos on the platform and track their performance using the analytics dashboard.

Free: Vidyard has a free plan, but paid plans (starting at $15/month) work best for serious marketers.

Content Harmony

Category: Content marketing

Type: Content research tool

Purpose: Automating content brief creation

Content Harmony is a SaaS marketing tool that enables you to create data-driven workflows for your content creation. It helps you build effective content briefs and optimize your content using the power of AI.

Paid: Pricing for Content Harmony starts at $99/month.

Answer the Public

Category: SEO 

Type: Keyword research tool

Purpose: Visualizing most queried search questions on the internet

Answer The Public is a keyword research tool that pulls popular question-based searches and presents them visually in an image called a search cloud. The search cloud also includes suggested autocomplete searches. It’s an excellent tool for finding keywords and getting insight into the user’s search intent.

Free: Answer the Public has a free plan. If you need to upgrade to the Pro version, you’ll have to part with $79/month (if you pay annually) for the base plan.

Toptal

Category: Recruitment and staffing

Type: Talent acquisition platform

Purpose: Speeding up the talent acquisition process

Toptal is a platform where you can find freelancers skilled in many of the disciplines needed to design, develop, or market a product. Some of the talents the platform specializes in sourcing include software developers, designers, finance experts, product managers, and project managers.

Paid: An initial deposit of $500 is required for you to start hiring talent on the platform. Thereafter, you can negotiate rates with the expert you pick.

Hotjar

Category: Analytics

Type: User behavior monitoring

Purpose: Seeing how users interact with your website

Hotjar is an excellent SaaS marketing tool for monitoring user behavior on your website.  Functions include heatmaps, session recordings, track conversion funnels, and much more.

Free: The Basic plan is forever free. Paid plans start from $31/month.

Sparktoro

Category: Marketing research 

Type: Audience intelligence

Purpose: Aggregating information from websites to give you a clearer understanding of your target audience.

Knowing your target audience is crucial to running effective marketing campaigns. Sparktoro is a tool that gives you insight into audience intelligence and helps you conduct meaningful audience and market research.

Free: While Sparktoro has a free plan, the paid plans will help you gather better business intelligence. These start at $38/month.

Hootsuite

Category: Social media marketing

Type: Automation and campaign monitoring

Purpose: Managing your social media campaigns from a single dashboard

Hootsuite is a social media marketing (SMM) and management platform. It provides users with a single dashboard from which to run, manage, and monitor their social media campaigns. Key features include scheduling and monitoring performance among many others.

Paid: Plans start at $49/month. However, you can try out the platform using their 30-day free trial.

5 SaaS Marketing Examples For Your Inspiration

Now that we’ve looked at most of the facets of SaaS marketing, you’re probably wondering what a campaign looks like. Let’s briefly look at five SaaS marketing examples for inspiration.

1. Hubspot

One of the best examples of a well-executed SaaS marketing strategy is that of Hubspot. Well known for its portfolio of marketing, sales tools, and customer service tools. 

Hubspot is one of the pioneers in offering freemium use of its tools to generate PQLs. This led to the fast growth of their brand.

However, one of the most effective SaaS marketing strategies Hubspot employs is the use of highly targeted content. Hubspot understands its users very well, segments them, and creates content to educate each segment, making them a go-to authority in their niche.

As a result, Hubspot has become synonymous with CRMs and inbound marketing and sales.

2. Slack   

For most brands, marketing means paying for ads. Slack decided to go against the grain and rely heavily on inbound lead generation.

Slack’s main SaaS marketing strategy involved How did they do it?

They gave their tool away for free. Unlike most SaaS brands, Slack was carving out a market where their solution wasn’t even on users’ minds. But when teams realized just how efficiently Slack helped them collaborate, the tool quickly overtook email as the primary method of communication for teams. 

Teams across the world were hooked.

Slack also encouraged users to refer their friends, resulting in a referral marketing campaign that helped the brand to grow to stratospheric heights.

3. RevenueZen

Of course, we can’t leave ourselves out of this list. After all, we do practice what we preach.

RevenueZen is a SaaS content marketing and Inbound marketing agency. The good thing about us is that we use the very principles we share to build our business. One such strategy is meeting our customers right where they are. In many cases, that means leveraging our B2B social selling formula. This primarily revolves around LinkedIn, one of our primary sources of inbound leads. 

4. Vidyard

Vidyard is a platform designed to help brands market their businesses and sell their products using the power of video. The brand, as expected, uses video in its content marketing. However, when it comes to content, video and text, Vidyard places an emphasis on quality, not quantity. And they make sure their content educates users about the product and how to make the best use of it.

Because of focusing on specific content their target audience needs, Vidyard has managed to grow to over 7 million users. The brand also enjoyed a 250% adoption of its video production tools. 

5. Moosend

Moosend is a marketing automation platform that specializes in email marketing. For quite some time, their organic growth was nothing to write home about. 

That’s when the marketing team decided to rework their content marketing strategy from the ground up. After performing a thorough SEO and content audit, Moosend had a clear picture of which type of content their users found most valuable.

As a result of that audit and revised strategy, Moosend managed to 10X their organic traffic.

Key Takeaway

With the above practical tips, you will have an easier time establishing a robust ad campaign for your SaaS business. Selling new SaaS solutions isn’t easy, so there’s no better time to get cracking than now. For the best results, ensure you break down all the potential challenges into solvable problems, and you’ll be on the right track to achieve a sound marketing approach.

Still feeling stuck when finding the right approaches that are unique to your business? 

Are you finally getting your marketing strategy off the ground and feeling stuck?

Contact us today for expert guidance on your SaaS inbound marketing campaign.

SaaS Marketing Strategy: How To Get It off the Ground (and Into the Cosmos)
Lisa Marshall

Lisa Marshall is the Editorial Manager for RevenueZen. She’s passionate about helping brands and founders get their message out through good storytelling and proper use of the oxford comma. When she’s not holding down the content fort at RevenueZen, you can find her wrangling circus performers or creating characters for music festivals with Showstarters Entertainment.